BM Daniel – typeface for Baemin Vietnam

Chi-An De Leo

BM Daniel is a custom typeface developed for Baemin, Vietnam’s boldest food delivery brand. BM Daniel was designed with the Vietnamese alphabet in mind. In order to accommodate the brands larger than life personality, the typeface squeezes diacritics within a set cap-height, allowing the characters to stack and headlines to shout, without disrupting readability. The result is a set of characters that are so full of personality, the typeface alone is the visual identity for the Baemin brand.

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    Chi-An De Leo, Vietnam (2019)

    Chi-An, a true multicultural individual with an Italian father and a French-Vietnamese mother, his diverse background has shaped his global mindset and ability to connect with various cultures. He is...

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    BM Daniel is a custom typeface developed for Baemin, Vietnam’s boldest food delivery brand. BM Daniel was designed with the Vietnamese alphabet in mind. In order to accommodate the brands larger than life personality, the typeface squeezes diacritics within a set cap-height, allowing the characters to stack and headlines to shout, without disrupting readability. The result is a set of characters that are so full of personality, the typeface alone is the visual identity for the Baemin brand.

    • Client:

    • Baemin Vietnam
    • Sector:

    • Countries:

    • Disciplines:

    • Details:

    • Advertising
    • Logo
    • Marketing
    • Poster
    • Typeface
    Chi-An De Leo, Vietnam (2019)

    Chi-An, a true multicultural individual with an Italian father and a French-Vietnamese mother, his diverse background has shaped his global mindset and ability to connect with various cultures. He is fluent in four languages and has lived in five countries. Chi-An started his career in advertising at Lowe Vietnam, where he played a pivotal role in establishing the branding division. This passion for creating meaningful brand experiences led him to establish Rice, in 2011.

    As a founding partner and the creative force behind Rice, Chi-An has been crucial in the agency's success. He has earned multiple international awards, including D&AD, Red Dot, TDC, Pentawards, and the Dieline. Recognized for his expertise and contributions to the industry, Chi-An has been invited to serve on the jury for international design awards like D&AD, the Dieline, Macau Design Awards, and others. In 2019, he became a member of the esteemed AGI alliance.

    Chi-An harbors ambitious plans for Rice, aiming to elevate its status and influence even further. These plans span across several key areas - from expansion into education, hosting conferences, to developing meaningful and beautifully designed products.

    Agencies

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    Awards

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    • 2023

    D&AD
    • 2023

    Macau Design Awards
    • 2022

    Pentawards
    • 2021

    Red Dot
    • 2015

    Red Dot
    • 2020

    Type Champions
    • 2016

    Pentawards
    • 2015

    Pentawards
    • 2014

    Pentawards
    • 2012

    Pentawards
    • 2016

    TDC
    • 2014

    IDA

    Other Professional Activities

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    • Jury - Macau Design Awards

      – 2023
    • Jury - Award 360°

      – 2023
    • Jury - D&AD New Blood

      – 2021
    • Jury - The Dieline

      – 2018
    • Jury - Core 77

      – 2018
    • Jury - D&AD

      – 2015